Objectives

SLF's mission is to help achieve lifetime financial security, and with our focus on holistic health we can help Canadians be healthier, more financially secure and lead longer and more productive lives. Given our position in the marketplace, SLF sees first-hand the physical and economic burdens that diabetes can have on Canadians, with 29% of the population currently affected by the disease, at a cost to the Canadian health care system and employers of over $12 billion a year.

For this program, Sun Life aligned with the Canadian Diabetes Association (CDA), for their annual Diabetes Awareness Campaign. The primary goal of this program was to compel Canadians to take charge of their health, and complete the online CANRISK assessment test as the first step in identifying those who may be at risk of developing type-2 diabetes. Specific objectives for the program are as listed below:

-Increase completed online type 2 diabetes risk assessment tests from 40,000 in 2014 to 120,000 in 2015

-Utilize a variety of communication vehicles and activation programs to drive test completions including our sponsorship of the Canadian Football League (CFL)

-Generate 8,500 test completions from the Kick Diabetes CFL program

-Increase awareness of diabetes and its risk factors

-Increase awareness of SLF's philanthropic support of diabetes

-Increase purchase consideration and brand opinion of SLF

-Launch SLF's global platform for diabetes-related programming: Sun Life Financial TEAM UP AGAINST DIABETES

Strategy and Execution

Sun Life's support of diabetes awareness month was a multi-faceted marketing and communications campaign composed of many unique tactics that leveraged traditional, digital, earned media, community partnerships, celebrity spokespeople, and Sun Life's sports sponsorship properties. All elements aligned towards the common goals of raising awareness for diabetes, encouraging Canadians to take charge of their health and take the online type 2 diabetes risk assessment test, and raising awareness of SLF's significant role in the fight against the disease. Individual program components included:

• A campaign in partnership with the CDA and Diabetes Quebec, which helped to communicate Sun Life's involvement and call to action through a number of communication channels including:
• Diabetes Today – Hope and Learning Panel Discussion featuring experts and celebrities speaking on a variety of diabetes-related topics at the CDA Diabetes Expo in Toronto
• The Globe and Mail, Diabetes: How to Prevent It, How to Manage It – a live discussion with experts in the field attended by hundreds.
• Published five articles in The Globe and Mail highlighting our various diabetes partnerships/programs.
• Hosted a live Q&A on diabetes prevention with hockey legend Darryl Sittler and actor Alan Thicke, who are both are personally impacted by diabetes
• In collaboration with the Yummy Mummy club, we hosted a live Twitter chat to educate and inform parents about the disease.
• CDA media campaign leveraging online, out-of-home, print, and broadcast channels
• Extensive promotion of the campaign through various Sun Life Digital channels including plan sponsor (corporate clients) and member correspondence.
• Kick Diabetes: We leveraged our national sponsorship of the CFL to act as a communication medium for the campaign. We connected CFL fans with their favourite players through social media interaction using the hashtag #SunLifeKickDiabetes/ #ActionDiabete. CFL players encouraged fans to take the online type 2 diabetes risk assessment test.
• Sun Life Financial Skate with the Leafs: Our sponsorship of the NHL's Toronto Maple Leafs and Sun Life's flagship event with the team was used as an additional communication channel. Hockey stars skated and shared the importance of physical activity and active living with employees, advisors, community stakeholders, clients and children affected by diabetes.
• Provided biometric screening clinics to delegates at the World Diabetes Congress and SLF employees at our offices.
• Developed a new global diabetes platform name: TEAM UP AGAINST DIABETES and launched it through virtual, behind home plate signage at Major League Baseball World Series and playoff games.
• Participated in the Montreal Canadiens-Evenko Blood Clinic, with a Diabetes Awareness Booth, hosted by Diabetes Québec.

Results

We are extremely proud of our CDA partnership and the incredible impact it had on improving the health and wellness of Canadians. Not only did the program lead to positive social change, but also to positive changes for the SLF brand and business metrics.

• 186,878 total tests completed (exceeded goal of 120,000 by over 50%)
• Additional 19,783 tests coming from Kick Diabetes program (exceeded program goal of 8,500 by 133%)

Media results were at an all-time high for SLF during the program with specific metrics as follows:

• 70 million social media impressions for the program hashtags #SunLifeAgainstDiabetes, #SunLifeKickDiabetes
• Earned media totalling over 190 million impressions.
• Paid and in-kind media for the campaign reached a combined total of 313 million impressions via direct, digital, print, TV, OOH, and social ads.
• virtual signage behind home plate during MLB playoff and World Series games resulted in an ROI of over 3,800%

Our 2015 CDA campaign ranks first in aided and unaided recall of all SLF philanthropic and sponsorship partnerships in Canada. Our research shows that giving back to the community through programs like the CDA campaign serves as a powerful differentiator. Among those that are aware of SLF's investment in the community we saw the following:

• 25% increase in favourable opinion
• 31% increase in purchase consideration for SLF insurance products
• 29% increase in purchase consideration for SLF financial planning products
• 13% increase in brand perceptions

Media